How does a national newspaper like The Times of India act â€˜localâ€™ when they launch in a new market like Kerala? They look at all the idioms for the state and distil this into a shortlist of those that reflect the state best. So you have the elephant, rivers and waterways, kalaripayattu, coconut trees, green fields, churches, mosques which seem to have made the shortlist. The Times of India uses these images in print ads, with the chosen subjects being entertainingly used as the newspaper is shown being delivered. Delightful campaign. Stunning visuals â€“ so stunning you donâ€™t quite realize these are ads youâ€™re staring at.
Enjoy the campaign â€“ I did.